I long for a cave or a monastery, without wifi or 3G. I am provoked by the mountains in the Himalayas without signal and the villages outside the cyber cafe. Few places in the world are left like the shower, without screens, a ding or a tururu.

Shift happens, said an exhibitor at SXSW Interactive, which just ended, and although I had heard it before, it seems to me that it has been the phrase of the week. Too fast, in reckless, suffocating and unbridled speed, life moves forward in a whirlwind of change that cannot be followed. This is why you have to choose, and forget about the rest.

Sharing with over 30,000 people at this conference in Austin has left me ready for a retreat. While I hope advertiser clients agree: shift happens. Their decisions will have to be 100% oriented to how people are living today, certainly, very different from how they lived when we studied marketing or the 4Ps. And we are clear, although there are hours a day in front of the screen in the digital world, people live in convergence between the new and the interactive, between the old and the new. There are still many people watching TV, although every day there are more and more connected to the broadband network.

In the meantime, I leave you with a tip. Customize your online life to your style, leaving behind generic browsing without taking into account your tastes and preferences. Hunch will solve it in an interesting way, after answering a series of questions that will allow you to focus your digital experience to your personal style. Dale, go for hunch!

Shift happens and today there can be no successful plan that does not include the digital dimension. Nothing we do will fail to add that layer of complexity and intensity, which I want to leave for now and rest until at least tonight! I turn off the computer, go with the cell phone in the bag and the iPad in the back-pack, in a while I take flights and return to San Jose.

Volcano is coming and we go for it.